山东电信手机流量营销推广模式研究

发布时间：2018-01-01 10:09

本文关键词：山东电信手机流量营销推广模式研究　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：在移动互联网发展以及各运营商全业务牌照时代,数据业务取代传统话音业成为运营商新的利润增长点的趋势。为应对新的挑战,各运营商均提出了从话务量经营转向流量经营的战略目标,从传统的注重用户规模转变为注重流量发展。与规模发展的粗放式营销不同,流量营销是在流量规律分析的基础上,通过对目标用户进行细分,为不同的用户分群提供定制化的营销服务,以满足用户差异化的流量需求。通过精准化的流量营销不仅可以提高营销效率,还能够对用户流量行为加以引导,实现用户流量持续、稳定的增长。流量经营是实现从规模突破转向健康发展的重要手段。山东电信为实现可持续性发展,十分重视手机流量经营,并已经启动相关工作。但从实际情况来看,在推广手段、营销方式和营销效果方面仍有待提高。手机流量经营工作较传统话务经营有较大差异,需要深入探索营销推广模式并能够有效实施,因此本文着重研究手机流量营销推广模式,结合工作实际开展深入分析和研究。本文以电信运营商推广3G手机上网流量的诉求为目标,选择手机流量经营模式为论述对象,展开了对手机流量经营的分析研究。区别于以往的研究多以单纯从大的产业环境的角度来分析的方式,着重在营销模式的实用性和操作性。本文重点利用体验营销和精确营销理论,结合国内外典型手机流量经营推广案例进行分析研究,对山东电信手机流量经营模式进行重点分析和设计,并提出有效实施该模式的具体措施,从团队建设、渠道建设到平台能力支撑,以及营销推广流程均做了详尽说明,使得营销推广模式可复制、可实施、可操作。通过研究山东电信手机流量的推广模式,对山东电信流量经营的开展提供参考依据,对公司新产品推广、新的营销模式的建立提供帮助,并能够提升公司收入、拓展公司新的利润来源。同时,通过研究手机流量经营,能够找到消费者喜爱的新产品,为公司开发新产品,满足消费者需求提供指导思路。
[Abstract]:In the development of mobile Internet and the operators business license, replace traditional voice data services industry operators to become a new profit growth point trend. To deal with the new challenges of the operators were put forward from the traffic management to the strategic goal of traffic management, the development from the traditional emphasis on user scale into focus on flow. The scale development of extensive marketing, marketing is based on the traffic flow rule, broken down by the target user, provide customized marketing services for different user groups, in order to meet the needs of the user traffic differentiation. Accurate traffic marketing can not only improve the efficiency of marketing, but also be able to user traffic behavior to guide, to achieve sustained and stable growth of user traffic, traffic management is to realize. An important means of healthy development from the size of a breakthrough.
Shandong Telecom to achieve sustainable development, attaches great importance to the mobile phone traffic operations, and has started work. But from the actual situation, in the means of promotion, marketing and marketing effect still needs to be improved. Mobile phone traffic operations work than the traditional traffic management has great difference, and marketing model need to explore the effective implementation. This paper focuses on the study of mobile phone traffic marketing mode, combined with the actual work carried out in-depth analysis and research.
In this paper, telecom operators to promote 3G mobile phone Internet traffic demands as the goal, choice of mobile phone traffic business model as research object, carried out analysis of mobile phone traffic management. Different from the previous studies only from large industrial environment perspective, focusing on the marketing mode of practical and operational.
This paper focuses on the use of experiential marketing and precision marketing theory, analysis of the combination of domestic and foreign typical mobile phone business flow promotion case, focus on the analysis and design of Shandong Telecom mobile phone traffic management mode, and puts forward some concrete measures for the effective implementation of the model, from team building, channel construction platform to support ability, and marketing processes are done the detailed description, the marketing model can be copied, can be implemented, can be operated. Through study on the extension model of Shandong Telecom mobile phone traffic, provide reference for development of Shandong Telecom traffic management, to promote the company's new products, build a new marketing model to help, and to enhance the company's income, expanding the company's new the source of profits. At the same time, through the study of mobile phone traffic management, the new product will find a consumer favorite, for the company to develop new products to meet consumer demand to provide Guide the train of thought.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

【参考文献】